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Designs, Brands and Trends—To Leave a Mark

Jenny Lantz

Source: The Trendmakers. Behind the Scenes of the Global Fashion Industry, 2018, Berg Fashion Library

Book chapter

The 1990s and 2000s were characterized by the emergence of “fast fashion.” With more efficient buying and distribution processes, mass-market fashion chainsmass-market fashion chains, such as the pioneering Spanish firm Zara, could get their clothes into their stores much more quickly than ever before. Fast-fashion chains broke with the seasonal model that had earlier dominated the industry, offering new goods every week. By transferring production to low-cost countries, primarily in Asia, where

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